If you are in the web analytics industry, you certainly heard of the Web Analytics Association Certified Web Analyst Exam launched a few days ago. Applications are now being accepted and I'm enrolled to take the test at the upcoming eMetrics Marketing Optimization Summit in San Jose.
I did "test the test" in San Jose last year and again in Toronto this month. I registered as soon as the application process became available. The confirmation email I received stated: Congratulations, you were the first individual to submit an application so you have an opportunity to receive the first certification that is awarded!
Here's why I'm doin it!
Advice #1: don't put fancy suffixes to your job title
You can't pretend to be an expert, you can only be recognized as such. And to be recognized as an expert, Malcolm Gladwell states in his best seller Outliers, you need at least 10,000 of real experience - over 5 years full time! Guru is so... v1.0, while "ninja" is v2.0 but so over rated...The only title that should accompany your role is "WAA Certified Web Analyst" - the only professional certification specifically addressing our field.
Advice #2: develop critical thinking
Let's take an example: I have utmost respect for Avinash. In his unique, exuberant and bold theatrical style, Avinash is amazing and probably the only one who can get away with “puke”, “sucks” and God in the same speech. However, being on such a pedestal is also dangerous - some "newbies" will simply “drink the words of wisdom” and run away saying “bounce rate - I came, I puked, I left”... “It depends” isn’t such a bad thing after all!Regardless of the tool, regardless of the "web analytics is hard" or "web analytics is easy" approaches, regardless of your background and years of experience, there is one universal truth to analytics: how an entity (i.e., business) arrives at an optimal or realistic decision based on existing data. This requires "critical thinking" - determining the meaning and significance of what is observed or expressed ... whether there is adequate justification to accept the conclusion as valid.
The WAA Certification is exactly that: critical thinking in the field of online analytics. Take a look at the sample questions - they are not about the tools and they are not easy - they basically reflect a real business environment. It is your job, if you claim to be a real analyst, to understand complex issues, understand them and make sound recommendations.
Advice #3: mix training, education and experience
Jim Novo was the lead behind the Certification project and explains the numerous considerations that went into developing the WAA Certification: tools, the "book smart" phenomenon, the role of vendor-specific certification and who should apply for it.The Certified Web Analyst designation is open to any qualified practitioner with at least four years of online business experience, with three of those specifically in the web analytics field. Check out the knowledge required for Certification for further details and "Where did the Requirements to take the Test Come From?" in Jim's post.
My take
The biggest benefits of the Web Analytics Association come when you get involved with a committee or a project that contributes shaping industry standards, education and best practices. That's why I volunteered to the Board, why I got actively involved in Web Analytics Without Borders, served as a jury for the Championship, tutor UBC Award of Achievement in Web Analytics courses and serve on the Certification Board.In "should you change job?" I stated one of the three important questions you should ask yourself is "Am I increasing my value in the market?". One of the best way to actually prove your value is through Certification.
Are you up for the challenge?
Named one of the most influential industry contributors by the Digital Analytics Association. With over twenty years’ experience empowering organizations to analyze and optimize their online channels, Stéphane has cemented his position as a leading voice for online analytics and optimization.
5 comments:
Thanks for your thoughts. Makes a lot of sense for many to take the test. I am on the fence. Good luck to you... and see you at eMetrics San Jose!
Stéphane, How does the WAA Certification Program compare to the UBC Award of Achievement in Web Analytics?
Bobby: If you look at the "knowledge required for Certification" you will notice it matches the UBC Award of Achievement program. So, basically, if you've done UBC you have the academic background. But in order to be Certified you also need to have a certain number of years of experience (see "Eligibility Requirements).
I took the test at the London eMetrics. It was very tough, especially the case studies which each felt like doing a whole day's work in 15 minutes!
Honestly, after the exam I was extremely concerned that I had over exposed myself and was starting to regret taking it at all. The test really makes you push yourself, it worked me much harder than I expected. I challenge anyone to take the test and not be impressed with the breadth and depth of the way it interrogates your skills.
I have taken vendor exams and they are good tool testers but in terms of real problem solving they do not compare at all. The WAA exam is much much tougher.
Based on my experience, if you claim to be a web analytics professional then you should, once confident in your abilities, take this test. Be sure though, if you masquerade as an analytics ninja this test will floor you.
I took it and passed, but it was hard work - good work WAA and thanks for my certification!
Rob.
rob: hey! Congrats! This is a fantastic testimonial of the true value of the WAA Certification - and the nice thing is it come from someone who is not a WAA director :)
Again: CONGRATS!
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